Cluetrain Manifesto

The Cluetrain Manifesto’s 95 Thesis Made by: Randee Bato

1 Markets are Conversation ,[object Object],[object Object],[object Object]

2 Markets consist of human beings, not demographic sectors ,[object Object],[object Object],[object Object]

3 Conversations among human beings sound human. They are conducted in a human voice. ,[object Object],[object Object],[object Object]

4 Whether delivering information, opinions, perspectives, dissenting arguments or humorous asides, the human voice is typically open, natural, uncontrived. ,[object Object],[object Object],[object Object]

5. People recognize each other as such from the sound of this voice. ,[object Object]

6. The Internet is enabling conversations among human beings that were simply not possible in the era of mass media. ,[object Object]

7. Hyperlinks subvert hierarchy. ,[object Object]

8. In both internetworked markets and among intranetworked employees, people are speaking to each other in a powerful new way. ,[object Object]

9. These networked conversations are enabling powerful new forms of social organization and knowledge exchange to emerge. ,[object Object]

10. As a result, markets are getting smarter, more informed, more organized. Participation in a networked market changes people fundamentally. ,[object Object]

11. People in networked markets have figured out that they get far better information and support from one another than from vendors. So much for corporate rhetoric about adding value to commoditized products. ,[object Object]

12. There are no secrets. The networked market knows more than companies do about their own products. And whether the news is good or bad, they tell everyone. No secrets will last long

13. What's happening to markets is also happening among employees. A metaphysical construct called "The Company“ is the only thing standing between the two. conversation that is going on in the market, it directs to the image of the company.

14. Corporations do not speak in the same voice as these new networked conversations. To their intended online audiences, companies sound hollow, flat, literally inhuman. ,[object Object]

Cluetrain Manifesto

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